The Influence of Intangible Cultural Heritage on Country Brand: Flamenco's Role in Shaping Spain's Image in North America.

This paper explores how Flamenco, as Intangible Cultural Heritage (ICH), contributes to Spain's country brand, with a focus on North American perceptions. Using a bibliometric and thematic review of literature from Scopus and Web of Science, it highlights the underrepresentation of Flamenco in brand...

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Detalles Bibliográficos
Publicado en:	Journal of Arts Management, Law & Society Vol. 56; no. 3; pp. 332 - 351
Autores principales:	Silva Eunapio da Conceição, Lorenna, Carrasco Gallego, Amália
Formato:	Artículo
Publicado:	Taylor & Francis Ltd 2026
Materias:	Flamenco Brand image Convention for the Safeguarding of the Intangible Cultural Heritage Soft power (Social sciences) Place marketing Cultural identity Spaniards North America Spain
Acceso en línea:	Ver este registro en EBSCOhost

Descripción
Sumario:	This paper explores how Flamenco, as Intangible Cultural Heritage (ICH), contributes to Spain's country brand, with a focus on North American perceptions. Using a bibliometric and thematic review of literature from Scopus and Web of Science, it highlights the underrepresentation of Flamenco in branding research despite its cultural and economic relevance. The study identifies thematic clusters and proposes a conceptual link between ICH, soft power, and brand image. By laying a foundation for future empirical research, it provides insights for cultural branding strategies and policy development aimed at enhancing Spain's international image through heritage.